Keep your Eyes, Not your Money, on the Search Engine Ranking
[icon name=icon-calendar]December 21st, 2008
[icon name=icon-user]admin
[icon name=icon-briefcase]Posted in Uncategorized
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There are those who feel marketers should not be concerned with search engine rankings. Why? Because a number one position doesn’t always imply success in the form of traffic or conversions. Ok, seems fair enough. A better explanation is that search engine ranking data is valuable, it’s just misunderstood most of the time. A lot of business owners misunderstand the value of search engine rankings because search engine positioning has been branded with business success, sort of like “the higher you are listed the more successful you become”. As a result, many people are still in the mindset of “I want to be number one on Google”. Even if they went a step further and said they wanted to be “number one” for a popular keyword, this kind of thinking makes little business sense – because a number one spot on a search engine doesn’t mean customers will buy or that your business will succeed. Most business owners don’t even realize that search engines list websites for many different keywords. Even though ranking data doesn’t directly imply business success we can still gain of lot of useful info from ranking results: * Keyword ranking data shows who is and who isn’t competing within that space. If you can be a first mover or at least early to the game then you’ll have an advantage. Examples of how ranking data helps you Lets say you’ve done a lot of work to try and have your client website rank well for a keyword where you think there is a lot of valuable search traffic. Let’s also assume you aren’t concerned with looking at keyword ranking data, you’re just looking at your site’s traffic. After making the effort to optimize you still aren’t seeing any traffic – so would it be a smart choice to prune your efforts now or continue? Looking at your keyword ranking data can give you an answer: * If your ranking data shows you are dominating the targeted keyword space and you aren’t seeing a lot of traffic then those efforts are worthy of pruning – their not sending any traffic anyway. Making the connection between effort, rankings and analytics In organic search, you have the effort that you exert to push your website and you have the results, which come in the form of search engine rankings and traffic. Think of it like Effort -> Rankings -> Traffic Rankings show how relevant your website appears with respect to the competition. Your level of organic traffic shows how much demand your website actually experiences based on how relevant you appear. So it’s important to note that if you didn’t look at ranking data at all * then it’s hard to know if you had too much competition keeping you from receiving traffic or if there was just not enough valuable traffic in that space at all If you can understand that search engines rankings are an important measure of feedback when used with respect to analytics data then you have a pretty big edge over your compeition. The key point is that once you know where you stand in the search results and you know what traffic you’re getting, you can better determine weather or not to continue along current path or optimize elsewhere. |